ralph paglia ilm implementation for general motors dealers
TRANSCRIPT
2 GM SFE FACILITATORS
During the past 19 months, Courtesy Chevrolet in Phoenix, AZ has emerged as the leading Internet retailer of new and certified used Chevrolet vehicles in America. Courtesy was recently ranked first in total revenue from amongst all Chevrolet dealerships by Wards Dealer Business, Courtesy uses Interactive Marketing that is integrated with conventional Media campaigns. Using a combination of Business Development Centers (BDC) and dedicated Internet Sales Teams in conjunction with a fully integrated Interactive Marketing Strategy, Courtesy Chevrolet now dominates the online car buying experience targeted at anyone shopping for a new or used Chevy in Phoenix.
Internet Sales & Marketing for GM Dealers
Ralph Paglia - CRM / eBusiness DirectorRalph Paglia - CRM / eBusiness Director
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Dealership Transactional CRM Dealership Transactional CRM ProcessesProcesses
Variable % of Data Pushed/Pulled Automatically and/or Manually
Every Dealership has 8 general areas for generating sales opportunities
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Internet Strategy Current National Close Rate 9%Realistic Planning Potential is 18%
Pains 50% of a dealer’s Phone, Lead and Showroom traffic originates from the net… What is your dealer’s current marketing strategy? Lead providers? What is submission ratio from dealer’s site? Who updates it? Dedicated people? Process? Pricing strategy? Does dealer monitor and measure visitors, leads, response rate, appt%, show%, close%, profit, CSI, etc… eBusiness training?
Strategic Goal
Drive TRAFFICTRAFFIC to an INTERACTIVEINTERACTIVE web site that generates leads that flow into dealer’s PROCESSPROCESS engine which converts them into SALESSALES.Convert Internet leads into showroom visitors that buy cars
Tactical Objective
s
Use a predefined and consistently executed inquiry response process, customized email templates and phone scripts that result in appointments that generate increased customer visits to the dealership
Process 1. Autoreply acknowledges inquiry and sets customer expectations
2. Email with price quotes on several vehicles and sets stage for phone contact is sent within 30 minutes of lead arrival (business hours)
3. Call customer on phone within 45 minutes4. Schedule showroom visit & test drive appointment5. Confirm Appointment via email AND 3rd party phone call
Technology
Internet leads from ALL sources routed into Lead Management Tool that integrates with DMS, reducing keystroke entry of customer informationWireless devices for ISS’s that integrate with Lead Management
Tool
Metrics Lead volume by ISS with response time, appointment & closing ratios
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0
10,000
20,000
30,000
40,000
50,000
60,000
70,000
80,000
90,000
100,000
Courtesy Chevrolet Monthly Web Traffic; Nov. 2005 through Jan. 2007
BZ Results site Cobalt GM PowerShift Site Reynolds Spanish Site SEO/SEM Driven Micro-Sites AZ Central-Chevy Site ClickMotive SEM Sites Other Sites
Courtesy Chevrolet’s Internet Lead Management Process has Allowed the Courtesy Chevrolet’s Internet Lead Management Process has Allowed the Dealership to Become More Aggressive with Lower Cost Online MarketingDealership to Become More Aggressive with Lower Cost Online Marketing
Online Advertising is more effective but relies on LMP for results
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Courtesy Chevrolet 2006 Lead Volume by Broad Category Source Type
Third Party Sourced Leads26,09543%
GM Provided Leads1,9973%
SEM/SEO Generated Leads14,79224%
CRM & Non-Web Generated Leads
18,73830%
SEM/SEO Generated Leads Third Party Sourced Leads GM Provided Leads CRM & Non-Web Generated Leads
61,642 Leads Generated & Tracked within CRM System61,642 Leads Generated & Tracked within CRM System
Lead Mix by Source Category is determined by Marketing Strategy
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Unit Sales Volume by Lead Source Category
GM Provided Leads2496%
CRM & Non-Web Generated Leads
1,69542%
Third Party Sourced Leads98925%
SEM/SEO Generated Leads1,07527%
SEM/SEO Generated Leads Third Party Sourced Leads GM Provided Leads CRM & Non-Web Generated Leads
4,008 eBusiness Department Sales of New & Used 4,008 eBusiness Department Sales of New & Used Vehicles in 2006 Segmented by Marketing CategoryVehicles in 2006 Segmented by Marketing Category
Internet Sales will vary by the Dealership’s Lead mix by Category
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Sales/Lead Closing Ratios ranged from 5.15% to 16.64% Sales/Lead Closing Ratios ranged from 5.15% to 16.64% when segmented into categories based on Marketing Typewhen segmented into categories based on Marketing Type
11.76%
5.15%
16.64%
9.93%
0.00%
2.00%
4.00%
6.00%
8.00%
10.00%
12.00%
14.00%
16.00%
18.00%
SEM/SEO Generated Leads Third Party Sourced Leads GM Provided Leads CRM & Non-Web Generated Leads
SEM/SEO Generated Leads 14,792 591 8,252 5,652 38% 1,075 11.76%Third Party Sourced Leads 26,095 1,339 17,838 6,909 26% 989 5.15%
GM Provided Leads 1,997 55 1,316 501 25% 249 16.64%CRM & Non-Web Generated Leads 18,738 1,997 15,065 1,665 9% 1,695 9.93%
Totals 61,642 3983 42471 14746 24% 4008 8.55%Monthly Averages for 2006 5,137 332 3,539 1,229 24% 334 8.55%
Lead SourceTotal Leads
Working Completed Sold LeadsInvalid Leads
Closing Ratios vary by Lead Source and the Dealership’s mix by Category
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Volume Weighted Customer Satisfaction LeadershipVolume Weighted Customer Satisfaction Leadership
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Inbound Internet Lead ManagementInbound Internet Lead Management
Dealer Lead Dealer Lead Management Management Process MapProcess Map
Dealer Lead Dealer Lead Management Management Process MapProcess Map
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Ralph PagliaRalph PagliaCRM/eBusinessCRM/eBusiness
DirectorDirector
Ralph PagliaRalph PagliaCRM/eBusinessCRM/eBusiness
DirectorDirectorJoel MattesonJoel MattesonBDC ManagerBDC Manager
New & Used Dept.’sNew & Used Dept.’s
Joel MattesonJoel MattesonBDC ManagerBDC Manager
New & Used Dept.’sNew & Used Dept.’s
George SalmanGeorge SalmanInternet Sales ManagerInternet Sales Manager
New Vehicle DepartmentNew Vehicle Department
George SalmanGeorge SalmanInternet Sales ManagerInternet Sales Manager
New Vehicle DepartmentNew Vehicle Department
Vernon IntaraVernon IntaraBDC Team Leader BDC Team Leader NEW Vehicle SalesNEW Vehicle Sales
Vernon IntaraVernon IntaraBDC Team Leader BDC Team Leader NEW Vehicle SalesNEW Vehicle Sales
Bryan LongBryan LongInternet Sales ManagerInternet Sales Manager
Used Vehicle SalesUsed Vehicle Sales
Bryan LongBryan LongInternet Sales ManagerInternet Sales Manager
Used Vehicle SalesUsed Vehicle Sales
Toni Hunter & Jackie BombardoToni Hunter & Jackie BombardoCRM AdministratorsCRM Administrators
Toni Hunter & Jackie BombardoToni Hunter & Jackie BombardoCRM AdministratorsCRM Administrators
Adrian FajardoAdrian FajardoInternet Sales ManagerInternet Sales Manager
Courtesy On BellCourtesy On Bell
Adrian FajardoAdrian FajardoInternet Sales ManagerInternet Sales Manager
Courtesy On BellCourtesy On Bell
CSRCSR11
CSRCSR11
CSRCSR22
CSRCSR22
CSRCSR33
CSRCSR33
CSRCSR44
CSRCSR44
CSRCSR55
CSRCSR55
CSRCSR66
CSRCSR66
CSRCSR77
CSRCSR77
CSRCSR88
CSRCSR88
CSRCSR9…9…
CSRCSR9…9…
CSRCSR1212
CSRCSR1212
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CSRCSR1515
CSRCSR1515
CSRCSR1616
CSRCSR1616
CSRCSR1717
CSRCSR1717
CSRCSR1818
CSRCSR1818
Certified SalesCertified SalesConsultants Consultants
AssignedAssignedto Handle to Handle
Internet LeadsInternet Leads
Mike GordonIT Director
Mike GordonIT Director
Eric Steffes, Kevin Youtsy, Eric Steffes, Kevin Youtsy, Omara SpriggsOmara Spriggs
eFinance Sales TeameFinance Sales Team
Eric Steffes, Kevin Youtsy, Eric Steffes, Kevin Youtsy, Omara SpriggsOmara Spriggs
eFinance Sales TeameFinance Sales Team
ISS22
ISS22
CSRCSR1919
CSRCSR1919
CSRCSR2020
CSRCSR2020
125 sales
125 sales
125 sales
75 sales
60 sales
25 sales
Steven ClemensSteven ClemensBDC Team Leader BDC Team Leader
USED Vehicle SalesUSED Vehicle Sales
Steven ClemensSteven ClemensBDC Team Leader BDC Team Leader
USED Vehicle SalesUSED Vehicle Sales
CSRCSR21…21…CSRCSR21…21…
CSRCSR2424
CSRCSR2424
ISS12
ISS12
ISS11
ISS11
ISS23
ISS23
ISS24
ISS24
Courtesy Chevrolet CRM/eBusiness Teams - February, 2007Courtesy Chevrolet CRM/eBusiness Teams - February, 2007
12 GM SFE FACILITATORS
Ralph PagliaRalph PagliaCRM/eBusinessCRM/eBusiness
DirectorDirector
Ralph PagliaRalph PagliaCRM/eBusinessCRM/eBusiness
DirectorDirectorJoel MattesonJoel MattesonBDC ManagerBDC Manager
New & Used Dept.’sNew & Used Dept.’s
Joel MattesonJoel MattesonBDC ManagerBDC Manager
New & Used Dept.’sNew & Used Dept.’s
George SalmanGeorge SalmanISM #1ISM #1
New ChevroletNew Chevrolet
George SalmanGeorge SalmanISM #1ISM #1
New ChevroletNew Chevrolet
Vernon IntaraVernon IntaraBDC Team Leader BDC Team Leader NEW Vehicle SalesNEW Vehicle Sales
Vernon IntaraVernon IntaraBDC Team Leader BDC Team Leader NEW Vehicle SalesNEW Vehicle Sales
Bryan LongBryan LongInternet Sales ManagerInternet Sales Manager
Used Vehicle SalesUsed Vehicle Sales
Bryan LongBryan LongInternet Sales ManagerInternet Sales Manager
Used Vehicle SalesUsed Vehicle Sales
Toni Hunter & Jackie BombardoToni Hunter & Jackie BombardoCRM AdministratorsCRM Administrators
Toni Hunter & Jackie BombardoToni Hunter & Jackie BombardoCRM AdministratorsCRM Administrators
Adrian FajardoAdrian FajardoInternet Sales ManagerInternet Sales Manager
Courtesy On BellCourtesy On Bell
Adrian FajardoAdrian FajardoInternet Sales ManagerInternet Sales Manager
Courtesy On BellCourtesy On Bell
CSRCSR11
CSRCSR11
CSRCSR22
CSRCSR22
CSRCSR33
CSRCSR33
CSRCSR44
CSRCSR44
CSRCSR55
CSRCSR55
CSRCSR66
CSRCSR66
CSRCSR77
CSRCSR77
CSRCSR88
CSRCSR88
CSRCSR9…9…
CSRCSR9…9…
CSRCSR1212
CSRCSR1212
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ISS1
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CSRCSR1616
CSRCSR1616
CSRCSR1717
CSRCSR1717
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CSRCSR1818
Certified SalesCertified SalesConsultants Consultants
AssignedAssignedto Handle to Handle
Internet LeadsInternet Leads
Mike GordonIT Director
Mike GordonIT Director
Eric Steffes, Kevin Youtsy, Omara SpriggsEric Steffes, Kevin Youtsy, Omara Spriggs
eFinance Sales TeameFinance Sales TeamEric Steffes, Kevin Youtsy, Omara SpriggsEric Steffes, Kevin Youtsy, Omara Spriggs
eFinance Sales TeameFinance Sales Team
ISS22
ISS22
CSRCSR1919
CSRCSR1919
CSRCSR2020
CSRCSR2020
120 sales
70 sales
120 sales
80 sales
60 sales
25 sales
Steven ClemensSteven ClemensBDC Team Leader BDC Team Leader
USED Vehicle SalesUSED Vehicle Sales
Steven ClemensSteven ClemensBDC Team Leader BDC Team Leader
USED Vehicle SalesUSED Vehicle Sales
CSRCSR21…21…CSRCSR21…21…
CSRCSR2424
CSRCSR2424
ISSISS1212
ISSISS1212
ISSISS1111
ISSISS1111
ISS23
ISS23
ISS24
ISS24
Mike FunkMike FunkISM #2ISM #2
New ChevroletNew Chevrolet
Mike FunkMike FunkISM #2ISM #2
New ChevroletNew Chevrolet
ISSISS1515
ISSISS1515
ISSISS1616
ISSISS1616
70 sales
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Courtesy Chevrolet CRM/eBusiness Teams – Courtesy Chevrolet CRM/eBusiness Teams – Current ExpansionCurrent Expansion, , March 2007March 2007
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Document Roles & Responsibilities for All Internet Sales Positions
* July 2006 Interactive Marketing Budget
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Document Pay Plans & Bonus Structures
* July 2006 Interactive Marketing Budget
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Dealer close rates vary from one dealer to the next… Some as low as 2%, while others are as high as 23%
What Dealer actions generate more sales, more often?
Response Time & Response Time & ContentContent
How much impact does “What” an Internet Sales Specialist does have on whether or not the lead is sold?
How much are results effected by “When” you do it?
Two critical sales closing factors:
1. Timing Effects Sales Results
2. ISS Lead Response Attributes
How much impact does “What” an Internet Sales Specialist does have on whether or not the lead is sold?
How much are results effected by “When” you do it?
Two critical sales closing factors:
1. Timing Effects Sales Results
2. ISS Lead Response Attributes
A: Increasing Closing Ratios is not A: Increasing Closing Ratios is not “Just About”“Just About” Response Times… Response Times…
A: Increasing Closing Ratios is not A: Increasing Closing Ratios is not “Just About”“Just About” Response Times… Response Times…
Q: Why the variations?Q: Why the variations?Q: Why the variations?Q: Why the variations?
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Top 4 Ways to
Close More
Sales to Leads
Received
Dealer Response Attributes Experienced by Customers within 24 hours of Submitting an Inquiry
Purchase Purchase Respondents*Respondents*
who who DID DID NOTNOT
experience experience the the
attributeattribute
% of % of Purchase* Purchase* among the among the Leads who Leads who
DID DID ExperiencExperienc
ee the the attributeattribute
Statistical Statistical CorrelatioCorrelation Factor n Factor
of of Response Response attribute attribute
with with Vehicle Vehicle
PurchasePurchase
#1#1Make Direct Phone Contact with Make Direct Phone Contact with Customer Customer (after sending Email (after sending Email w/availability & prices)w/availability & prices)
17%17% 27%27% 1111
#2#2 Send Price Quotes by Email to Send Price Quotes by Email to CustomerCustomer 20%20% 27%27% 99
#3#3Contact Customer more than once Contact Customer more than once by Email by Email andand Telephone Telephone (within First (within First 24 Hours)24 Hours)
21%21% 25%25% 55
#4#4Make sure Customers are either Make sure Customers are either CompletelyCompletely or or Very SatisfiedVery Satisfied with the with the Lead ResponseLead Response
21%21% 24%24% 33
*Survey Participants who Purchased a Vehicle were identified via RDR data cross reference and matching with Internet Lead Data
Recent Marketing research (Q3, 2006) confirms the Lead Management Recent Marketing research (Q3, 2006) confirms the Lead Management Practices collected during “Best In Class” Dealer Benchmark studies.Practices collected during “Best In Class” Dealer Benchmark studies.How to sell more vehicles to customers that submit Internet leads… How to sell more vehicles to customers that submit Internet leads…
Without relying on opinions or seat of the pants management!Without relying on opinions or seat of the pants management!
Recent Marketing research (Q3, 2006) confirms the Lead Management Recent Marketing research (Q3, 2006) confirms the Lead Management Practices collected during “Best In Class” Dealer Benchmark studies.Practices collected during “Best In Class” Dealer Benchmark studies.How to sell more vehicles to customers that submit Internet leads… How to sell more vehicles to customers that submit Internet leads…
Without relying on opinions or seat of the pants management!Without relying on opinions or seat of the pants management!
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5 Lead Management Activities that Drive Lead-to-Sales conversion at 5 Lead Management Activities that Drive Lead-to-Sales conversion at 400%400% higher rate*higher rate*
1. Consumer received price quote(s) by email within first 24 hours
2. Direct customer phone contact made by Salesperson within first 24 hours
3. Salesperson confirmed availability of multiple vehicles within first 24 hours
4. Salesperson showed genuine interest 5. Customer contacted more than once
within first 24 hours
*Source: Morpace 24 hour survey and RDR sales Data
(2006 study reconfirms close ratio impact factors)
There is No Mystery to What it takes to convert Leads to SalesThere is No Mystery to What it takes to convert Leads to Sales
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Customer goes online and submits Lead
Internet Sales Specialist (ISS) reviews lead, selects 4
vehicles for Price Quotes
BDC Staff makes initial phone call, collects customer info, sets up an appointment for the ISS
If no appointment, ISSContacts customer and seeks
appointment and/or agreement
What happens at Courtesy Chevrolet when a new lead arrives?What happens at Courtesy Chevrolet when a new lead arrives?
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Successful Email Templates
Quoting Prices on Multiple Vehicles – Exceed
Expectations
Offering Next Steps, Setting Expectations -
Demystify
Confirming Vehicles in Inventory for Test Drive
and Delivery
Multiple Points of Contact and Links to Value-Added
Content
Dealer Differentiation - Why buy here…
Homogenous Commodity
Providing Reasons/Logic to Act Quickly… Create
urgency
Lead Process Maps Lead Process Maps should be indexed should be indexed (#) to email (#) to email templates, phone templates, phone scripts and word scripts and word tracks so that tracks so that dealership dealership employees have a employees have a “paint by numbers” “paint by numbers” guide to what is guide to what is expected when a expected when a lead is received. This lead is received. This initial section of a initial section of a lead management lead management process map focuses process map focuses on the first 12 hours on the first 12 hours after a new lead is after a new lead is received.received.
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Lead Process Maps Lead Process Maps should contain brief should contain brief explanations for the explanations for the logic and execution logic and execution tips for employees tips for employees to review before to review before actually using the actually using the email templates, email templates, phone scripts and phone scripts and word tracks.word tracks.Actual template Actual template illustrations make it illustrations make it easy for dealership easy for dealership employees to employees to recognize the right recognize the right template or template or document when they document when they see it in their CRM see it in their CRM tool.tool.
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When Lead Process When Lead Process Maps are indexed (use Maps are indexed (use letters and numbers) to letters and numbers) to correspondingly correspondingly numbered email numbered email templates, phone scripts templates, phone scripts and word tracks, the and word tracks, the dealership is far more dealership is far more likely to execute the likely to execute the repetitious tasks that repetitious tasks that create customer create customer experiences which experiences which correlate with higher correlate with higher sales closing ratios. The sales closing ratios. The best process maps best process maps break down email and break down email and phone contact processes phone contact processes into separate flows so into separate flows so that they can be that they can be executed by multiple executed by multiple internal or outsourced internal or outsourced resources when scaling resources when scaling up lead volumes and up lead volumes and organization structures.organization structures.SLIDE NOT SHOWNSLIDE NOT SHOWN
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Although many car guys will say they believe in the concept of Although many car guys will say they believe in the concept of following up until prospects either buy or die… Large scale lead following up until prospects either buy or die… Large scale lead generation through highly effective marketing practices requires generation through highly effective marketing practices requires that scarce resources be allocated to where they will generate the that scarce resources be allocated to where they will generate the most sales. Outsourcing followup on leads that have reached a most sales. Outsourcing followup on leads that have reached a designated status (dormant) or assigning them to alternate designated status (dormant) or assigning them to alternate resources such as a BDC will allow ISS’s to stay focused on the 50% resources such as a BDC will allow ISS’s to stay focused on the 50% of the leads that buy, and do so within the first 10 daysof the leads that buy, and do so within the first 10 days
Have a defined process for “closing out” unsold leadsHave a defined process for “closing out” unsold leads
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Examples Examples of Proven of Proven SuccessfuSuccessful l Email Email TemplateTemplatess
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Using Tables and Grids Makes it Easy for the Customer to See Price QuotesUsing Tables and Grids Makes it Easy for the Customer to See Price Quotes
Deliver what the Customer was Promised by the Web Site!Deliver what the Customer was Promised by the Web Site!
28 GM SFE FACILITATORS
Include direct links to dealership web site content that may interest Include direct links to dealership web site content that may interest customercustomer
Autoresponse invites customer to visit
CourtesyChev.com by providing direct links to
specific sections of value
3 Phone Numbers! 3 Phone Numbers! (Work/Home/Cell) (Work/Home/Cell) 3 Phone Numbers! 3 Phone Numbers! (Work/Home/Cell) (Work/Home/Cell)
How important are Phone #’s???How important are Phone #’s???How important are Phone #’s???How important are Phone #’s???
Customer response to Courtesy’s AutoresponseCustomer response to Courtesy’s AutoresponseCustomer response to Courtesy’s AutoresponseCustomer response to Courtesy’s Autoresponse
35 GM SFE FACILITATORS
LMP Scoring IndexLMP Scoring Index
Objective Review of Objective Review of Dealership Employee Lead Dealership Employee Lead responses encourages responses encourages consistency and creates a consistency and creates a numeric accountability – numeric accountability – an LMP Report Card for an LMP Report Card for Dealer or GM review…Dealer or GM review…
36 GM SFE FACILITATORS
1.1. Automated Email Reply acknowledging receipt Automated Email Reply acknowledging receipt
– Verify Customer Contact Info & ask for more – Verify Customer Contact Info & ask for more
2.2. Personalized Email Personalized Email within 30 minuteswithin 30 minutes of of business day that provides price quotes on 4 business day that provides price quotes on 4 vehicles and sets stage for a follow-up vehicles and sets stage for a follow-up telephone call within 45 minutestelephone call within 45 minutes
3.3. First Phone Call to customer: verify receipt of First Phone Call to customer: verify receipt of email and schedule a demo/test drive email and schedule a demo/test drive appointmentappointment
4.4. Appointment Confirmation by Email Appointment Confirmation by Email andand TelephoneTelephone
5.5. Instruct customer to check in at reception Instruct customer to check in at reception desk, ASM reviews agenda upon customer desk, ASM reviews agenda upon customer arrival, introduces ISS who sells & delivers the arrival, introduces ISS who sells & delivers the vehicle vehicle
6.6. Follow-up Email that sets the stage for Follow-up Email that sets the stage for referrals and additional business, to be routed referrals and additional business, to be routed to ISS who sold carto ISS who sold car
Lead Management PROCESS 101Lead Management PROCESS 101
37 GM SFE FACILITATORS
Nothing has more impact on results Nothing has more impact on results
than phone contact with the customer!than phone contact with the customer!
Profound KnowledgeProfound KnowledgeProfound KnowledgeProfound Knowledge
38 GM SFE FACILITATORS
1. Verify customer has received the email with price quotes on 4 vehicles. If relevant, obtain customer’s “REAL” email address and schedule a follow-up call after re-sending quotes to new email address (work)
2. Establish what is most important to your customer by following the phone script titled “Internet Price-Quote Follow-up”
3. Set the stage for your Customer’s expectations… Create a buying “Plan” during the conversation
4. Schedule appointment for a vehicle presentation and test drive at dealership or customer’s location
5. Follow-up with email confirmation of appointment
6. Prepare for appointment by locating vehicle(s)and ensuring their availability for demo drive
First Call First Call AfterAfter Sending Personalized Email Sending Personalized Email
Purpose:
New Lead Phone Follow-upNew Lead Phone Follow-up
Telephone ProcessTelephone Process
85% of Web visitors who contact the dealership before coming into the showroom, use the phone Direct Phone contact (after responding to an Internet lead by email), has the greatest impact on increasing sales closing ratios
Phone Follow-Up Sales Strategy: Focus on having a set of objectives in front of us, each time we make an email follow-up call Word Track Forms (scripts) are used for training and collecting customer information during each call that is made immediately after sending personalized email response
85% of Web visitors who contact the dealership before coming into the showroom, use the phone Direct Phone contact (after responding to an Internet lead by email), has the greatest impact on increasing sales closing ratios
Phone Follow-Up Sales Strategy: Focus on having a set of objectives in front of us, each time we make an email follow-up call Word Track Forms (scripts) are used for training and collecting customer information during each call that is made immediately after sending personalized email response
40 GM SFE FACILITATORS
Sales Closing Ratios Key Improvement Action Items
Dealer LMP AuditsSurvey customers who didn’t purchaseSurvey customers who did purchaseReview Lead Management Tool for a sampling of previous responses Score first personal response using LMP Optimization Scoring ModelMystery shop each dealership enrolled in SFE
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41 GM SFE FACILITATORS
… The Bottom Line
1. Customer has spent up to 6 hours in researching a vehicle online before sending us a lead
2. Selected your dealership as their 1st choice dealer3. Requested a price quote on a vehicle
They are much likely to buy from your store if you…1. Respond quickly (now) – without “fluff and puff”2. Confirm vehicle availability – with alternatives 3. Provide a fair price quote – multiple vehicles4. Contact them by phone – verify receipt of email*
*40% of dealer emails are blocked by various spam filters
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